Awareness in the ATAR Model
Awareness is a measure of what proportion (percentage) of consumers (or other buying units) will become aware of the product – whether or not they buy it.
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Free Download: ATAR Model Excel Template
Free download of the Excel template for the ATAR (awareness, trial, availability, repeat) forecasting model – designed for marketing forecasts.
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Buying Units in the ATAR Forecast Model
The starting point in the ATAR forecast is the number of buying units, which is sometimes a misunderstood term.
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ATAR Forecast Model Formula
The ATAR forecasting model is generally used to help marketers forecast sales volumes, sales revenue and profit contribution, primarily for new products, but it can be used for any marketing campaign or project.
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Multi-Attribute Attitude Model: Excel Template
Get your free Excel tool for the multi-attribute attitude model – a helpful approach to improving brands as the model breaks down the consumer’s overall attitude into smaller, weighted components.
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Difference Between Primary and Secondary Demand
Understanding what is the difference between primary and secondary demand is helpful for identifying growth opportunities in marketing.
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Do I Need to Measure Market Share?
Market share is a key indicator of a brand’s relative competitive position, but do marketers always need to use this marketing metric?
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Difference between Marketing Metrics and Analytics
The terms of marketing metrics and analytics are often used interchangeably, but they do refer to slightly different concepts. Find out what they are and how they differ.
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Why We Need to Use Marketing Metrics
When it comes to marketing, we have two main objectives: to understand what works and how and when it works, and to explain and demonstrate our performance.
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Understanding Share of Hearts Metrics
“Share of Hearts” is a qualitative measure of marketing success. It differs from the more tangible metrics (such as market share, that is based on sales) and focuses on the less tangible aspects the consumers’ emotional engagement with a brand.
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